Interview. Staropramen: How is the private sector boosting Romania’s cultural scene

It’s a fact that culture is still underfinanced in Romania, although official data shows that the Ministry of Culture’s budget has increased by 51 percent since 2016, meaning RON 766 million. It’s also a fact that each year, more and more companies decide to sponsor the cultural sector. Why? It’s festivals’ time in Romania so we asked some of the brands with whom we are meeting at these festivals what drives them to invest in this particular sector. Today’s interview is with Teodora Agafiței, Brand Manager Staropramen.

You are one of the few companies that invest yearly in some of our best known cultural projects with a great tradition in Romania. How does the budget differ from last year? What cultural partnership do you have this year?

For us, it is important to stay connected to the ones that bring culture closer to the people. We build our budgets depending on the way we can connect with people, and we don’t necessarily seek a graph. This is why percentages vary. In the last years, Staropramen joined numerous cultural projects that surprized people’s taste for music, theatre or food. We believe in constant collaboration, that is why this year we have developed a wide collection of experiences, gathered under “Oameni&Gusturi” approach.

In 2017 we are going to meet you at the most important cultural and food events in Romania. Either we are talking about Transylvania International Film Festival (TIFF), Jazz in the Park, Sibiu Theatre International Festival (FITS), Undercloud Festival or Street Food Festival in eight Romanian cities, we are going to delight people with our taste. Street Food Festival is a great opportunity to try various food pairing with Staropramen assortments alongside street food. During the year we will also meet at Czech Centre events.

From your brand point of view, how does an ideal partnership with a cultural project look like?

The support showed to cultural events comes from our wish to contribute in creating a complete cultural story. That means that the audience is connected to the artists, and truly understands the cultural act. People and tastes are the ones that define us, and we like to create connections that go beyond a single theatre play, a concert or an exhibition. We look for continuity in the relation between public and art, and we are very interested to see what will happen next to the people we connect with. Surely, we would like to encounter them at a beer or to see them debate cultural projects on www.oamenisigusturi.ro. These are the things that unite us with a great cultural project.

When we speak of challenges, what do you see as the greatest obstacle to the successful development of cooperation between culture and arts on one side and successful companies on the other?

Many times I think we forget the fact that we are together serving the cultural act. One by creating it and the other one by developing the frame that gives it scale. Basically, the way we perceive this relation affects the way we collaborate, and this reflects on the image that the public has. Both on the cultural act and on the business, in the same ratio.

If we start with a common belief, and we align our goals, then it would be easier for the public to see the real benefits this collaboration has. Staropramen is involved in those cultural projects that centres culture lovers and offers them something to surprize them.

From your side, is cultural sponsorship gaining ground in Romania? Should there be some tax incentives for companies to finance the development of the arts?

Cultural sponsorships should not be a result of trend following and be transformed in one-time activations. Neither in an instrument for companies to cut some taxes. You have to be true to the public and yourself, and remain constant to your beliefs. If you can really feel the cultural act, sense it’s reasoning, live the joy of the public recognition and observe the delight in artists’ gestures, then you’ve done your supporting job.

I would like to see more and more companies gathering around cultural projects. Their involvement is constantly increasing, we have the basis, and there is hope for more cultural projects to be supported.

DMCA

PROTECTED